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21 - Ubisoft: Competing in the global video gaming industry

Published online by Cambridge University Press:  05 August 2013

By
Eliseo A Aurellado
Edited by
Prem Ramburuth ,
Christina Stringer  and
Manuel Serapio
Prem Ramburuth
Affiliation:
University of New South Wales, Sydney
Christina Stringer
Affiliation:
University of Auckland
Manuel Serapio
Affiliation:
University of Colorado, Denver
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Summary

Yves Guillemot, CEO of Ubisoft Entertainment SA (UBI), mulls over the two documents sitting on his office desk: the latest PriceWaterhouseCoopers (PWC) study of the video gaming industry and a 10-year summary of his company’s financial performance. UBI had recently celebrated 25 years of corporate life with a record of 500 million games sold. While the past years had been studded with numerous achievements, the company’s financial performance was inconsistent. The industry was promising and dynamic, but it was not very forgiving. Guillemot ponders over the future of his company, and how it can continue to respond effectively to the challenges and prospects of a rapidly changing and highly competitive environment.

Historical performance of UBI

UBI is one of the leading developers, publishers and distributors of video games in Europe and North America. UBI derives its name from ‘ubiquitous software’, which reflects the company’s mission to permeate cyberspace with its games. Founded in 1986 by the Guillemot brothers in France, UBI has creative studios in 18 countries, and the second largest workforce in the industry.

Type
Chapter
Information
Dynamics of International Business: Asia-Pacific Business Cases , pp. 207 - 216
Publisher: Cambridge University Press
Print publication year: 2013

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References

Caron, F 2008, ‘Gaming expected to be a P68 billion business by 2012’, ars technica, 19 June, viewed 3 June 2012, <>.
De Prato, G, Feijóo, C, Nepelski, D, Bogdanowicz, M & Simon, JP 2010, Born digital, grown digital: the future competitiveness of the European videogames software industry, viewed 3 June 2012, <>.
Entertainment Software Association 2011, Essential Facts about the Computer and Video Game Industry, viewed 9 June 2012, <>.
Nayagam, J 2011, ‘Video games industry set to boom’, The Edge Financial Daily, 17 November, viewed 28 May 2012, <>.Google Scholar
PriceWaterhouseCoopers (PWC) 2009, The evolution of video gaming and content consumption, viewed 3 June 2-12, <>.
PRWeb 2013, ‘Senior citizens extending health and wellness with video games’ viewed 20 February 2013, <>.
Ubisoft 2012,<>.
Urban Dictionary 2012, Gamer definition, viewed 20 February 2013, <>.
The Video Game Industry n.d., viewed 10 June 2012, <>.
Video Game Industry Statistics 2009, viewed 9 June 2012, <>.
Video Game Industry Statistics 2010, Website, viewed 20 February 2013, <>.
Wikipedia 2012a, ‘Video game industry’, viewed 3 June 2012, <>.
Wikipedia 2012b, ‘Video gaming in Japan’, viewed 9 June 2012, <>.
Wikipedia 2012b, ‘Xbox’, viewed 9 June 2012, <>.

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